Kaj Gorgels: van online- naar ouderwetse televisieheld

Personal brands, deel 7 In onze serie met inspirerende personal brands deze week online held Kaj Gorgels. Maakt zijn online-status hem ook meteen een personal brand? En hoe past zijn overstap naar lineaire televisie in dit plaatje? Chris Potter van Bureau Beaufort licht het toe. Gorgels timmert al een behoorlijk tijdje lekker aan de weg. […]

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Waarom blockchain de toekomst is voor marketeers

Het vertrouwen moet terugkomen bij het regelen van digitale advertenties. En er moet minder blijven hangen bij bedrijven als Google en Facebook. Dat kan door te werken met een blockchain. De techniek is nog nieuw, maar tal van mediabedrijven zijn er al mee bezig. En dat gaat ver, met eigen digitale munten. Welke kansen biedt […]

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De kracht van relevante content: van likes naar abonnees

Het belang van goede content is groter dan ooit tevoren. Er is een ware verschuiving aan de gang van het generen van zoveel mogelijk likes en shares, naar het werven van echte abonnees op jouw content. Het is aan bedrijven om door middel van data meer inzicht te krijgen in die verschuiving van product- en/of […]

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De paasbeste inhakers

Ik stond ervan te kijken toen ik ineens allemaal inhakers voorbij zag komen rondom Pasen. Persoonlijk leeft pasen bij mij niet zo. Voor het verhaal van de paashaas ben ik te oud en bij het verhaal over Jezus zet ik ook mijn vraagtekens. Gelukkig heerst dit niet bij de meeste marketeers in Nederland. Het was […]

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Can Brands Tell A Story In Six Seconds Or Fewer? Ritz, Dove And Trident Think So

7618546_e1adbf6aae_zWhenever a new platform launches these days, brands are instantly checking them out to see how they can “become a part of the conversation.” What that really means is how they can use a site like Twitter, or its new app Vine, to get your eyeballs, interact with you and, of course, sell you more stuff. There’s nothing wrong with that, it’s commerce at its purest. The story isn’t that brands try out new platforms, that’s boring, the interesting part is how they approach them and why. Now that consumers have the power to skip through commercials on programs that they record, creative advertisers have to start pushing the envelope on generating interesting and persuasive messages outside of the television set. I spoke with VaynerMedia founder Gary Vaynerchuk, and his firm urges their clients to test new things out. When he says test it out, he means it: I tell our companies that there’s a 72 hour rule where you’re not even thinking about an ROI or how you can generate business. They should just try things out. Vaynerchuk’s companies are definitely giving Vine a swing, and the brands include GE, Ritz Cracker, Dove and Trident gum. The initial six second “Vines” include fun spins on their iconic brands, products and logos. What will it do for the company right now? Probably nothing, and that’s OK with the brands and VaynerMedia. Here’s a look at what Trident shared as its first Vine, just a few clips of people chewing the gum: While this clip might not make you want to run out and buy a pack, it does humanize the brand a little more, making it about people and not the stuff that people stick under your airplane seat. Still though, you can see how this new platform brings out a new form of creativity, making you pack as much as you can into a six-second video. There are “real” people in this clip, not the models that we’re used to on TV. Another one of Vaynerchuk’s clients, Dove, did something pretty fun in their first Vine. When he told me that Dove was giving the new platform a chance, I asked him how Dove could possibly make its product seem interesting, clever or funny with six seconds worth of video. Apparently, the team thought about it and here’s what they came up with: Once again, does this make you want

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Lightbank-Backed Boomerang Debuts A Social Gifting Platform For Brands And Businesses

boomerang logoBoomerang, the Chicago-based social gifting service which sprung up this summer as a way for users to send gifts to friends (similar to Wrapp), is now moving into the B2B space with the debut of a platform for brands. At launch, Boomerang has 20 national brands on board, as well as some local businesses in Chicago, Austin, New York, and Indianapolis.

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Luxury Brands on Social Media and Why Celebrity Endorsements Don’t Work [Infographic]

Do we like luxury brands because we buy the products they make or because it defines our personal brand? Regardless of the answer, luxury brands are taking to social media like fish to water, with fans desperate to find out what’s going to be in the latest collection. Infact, when we analyzed the content strategies […]

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Powervoice Pivots: No Longer Pays You To Post About Brands (It Wants You To Do So For Free)

powervoice-logoPowervoice, the social media marketing company founded by former IBM consultant Ryan Landau and his ex-Googler brother Andrew, has pivoted. Hard. And the founders have left the company. Originally, the service was operating as a place where users were paid to share brands’ messages on social networks, in a manner similar to Adly but open to all – not just celebrities and other influentials.

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Powervoice Pivots: No Longer Pays You To Post About Brands (It Wants You To Do So For Free)

powervoice-logoPowervoice, the social media marketing company founded by former IBM consultant Ryan Landau and his ex-Googler brother Andrew, has pivoted. Hard. And the founders have left the company. Originally, the service was operating as a place where users were paid to share brands’ messages on social networks, in a manner similar to Adly but open to all – not just celebrities and other influentials.

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Grantoo Nabs $1.7M, Steals EA Canada CTO To Help Students Pay Tuition By Playing Social Games

GrantooI don’t always play social games, but when I do, I like them to help me pay for my education. If “The Most Interesting Man In The World” were to endorse Grantoo, this might be his conclusion. Grantoo is a social gaming platform that allows college students to compete against each other to win tuition grants and donate to charity in brand-sponsored gaming tournaments.

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